TalkTalk ⎯ Connecting Communities
Making international calling personal again
Tech & Digital services
Marketing
Brief
TalkTalk approached us with a clear ambition: strengthen their presence within the UK’s South Asian community through a new Global Minutes Boost, an offer allowing families to make low-cost international calls directly from their home phones. The challenge wasn’t just awareness; it was connection. The offer was only valid with an ‘Essentials’ package, and the category was already highly competitive among ethnic households with strong calling needs.
Strategy
We began by mining our proprietary multicultural database to locate the exact neighbourhoods, channels, and cultural touchpoints that indexed highest with South Asian families. This allowed us to design a media plan rooted in real community behaviour, from regional ethnic TV stations to community newspapers, from postcode-level targeting to highly consumed digital platforms.
To create emotional relevance, we produced multilingual assets in English, Gujarati, Punjabi, and Urdu. We also recommended owning editorial environments that South Asian audiences turn to daily: international news, entertainment updates, and weather from back home. Tactical sponsorships and culturally attuned storytelling helped transform a utility offer into a message of closeness and connection.
Results
Within months, TalkTalk gained a renewed foothold in a saturated market, not by outspending competitors, but by speaking to communities in the language and tone that mattered to them.
38%
Uplift in Boost package uptake within priority South Asian households
27%
Increase in sales conversions across multicultural regions during campaign flight
2.3x
Higher response rate than mainstream DR campaigns, despite significantly lower spend
52%
Stronger engagement was delivered by multilingual creative compared to English‑only messaging.
More Works
(MRA — 02)
©2024
More Works
(MRA — 02)
©2024
TalkTalk ⎯ Connecting Communities
Making international calling personal again
Tech & Digital services
Marketing
Brief
TalkTalk approached us with a clear ambition: strengthen their presence within the UK’s South Asian community through a new Global Minutes Boost, an offer allowing families to make low-cost international calls directly from their home phones. The challenge wasn’t just awareness; it was connection. The offer was only valid with an ‘Essentials’ package, and the category was already highly competitive among ethnic households with strong calling needs.
Strategy
We began by mining our proprietary multicultural database to locate the exact neighbourhoods, channels, and cultural touchpoints that indexed highest with South Asian families. This allowed us to design a media plan rooted in real community behaviour, from regional ethnic TV stations to community newspapers, from postcode-level targeting to highly consumed digital platforms.
To create emotional relevance, we produced multilingual assets in English, Gujarati, Punjabi, and Urdu. We also recommended owning editorial environments that South Asian audiences turn to daily: international news, entertainment updates, and weather from back home. Tactical sponsorships and culturally attuned storytelling helped transform a utility offer into a message of closeness and connection.
Results
Within months, TalkTalk gained a renewed foothold in a saturated market, not by outspending competitors, but by speaking to communities in the language and tone that mattered to them.
38%
Uplift in Boost package uptake within priority South Asian households
27%
Increase in sales conversions across multicultural regions during campaign flight
2.3x
Higher response rate than mainstream DR campaigns, despite significantly lower spend
52%
Stronger engagement was delivered by multilingual creative compared to English‑only messaging.
More Works
(MRA — 02)
©2024
TalkTalk ⎯ Connecting Communities
Making international calling personal again
Tech & Digital services
Marketing
Brief
TalkTalk approached us with a clear ambition: strengthen their presence within the UK’s South Asian community through a new Global Minutes Boost, an offer allowing families to make low-cost international calls directly from their home phones. The challenge wasn’t just awareness; it was connection. The offer was only valid with an ‘Essentials’ package, and the category was already highly competitive among ethnic households with strong calling needs.
Strategy
We began by mining our proprietary multicultural database to locate the exact neighbourhoods, channels, and cultural touchpoints that indexed highest with South Asian families. This allowed us to design a media plan rooted in real community behaviour, from regional ethnic TV stations to community newspapers, from postcode-level targeting to highly consumed digital platforms.
To create emotional relevance, we produced multilingual assets in English, Gujarati, Punjabi, and Urdu. We also recommended owning editorial environments that South Asian audiences turn to daily: international news, entertainment updates, and weather from back home. Tactical sponsorships and culturally attuned storytelling helped transform a utility offer into a message of closeness and connection.
Results
Within months, TalkTalk gained a renewed foothold in a saturated market, not by outspending competitors, but by speaking to communities in the language and tone that mattered to them.
38%
Uplift in Boost package uptake within priority South Asian households
27%
Increase in sales conversions across multicultural regions during campaign flight
2.3x
Higher response rate than mainstream DR campaigns, despite significantly lower spend
52%
Stronger engagement was delivered by multilingual creative compared to English‑only messaging.
More Works
©2024